Wateraid

The Big Dig Appeal celebrity recruitment

Wateraid: The Big Dig Appeal

Brief

The charity was seeking to generate £1.2 million in twelve weeks from its ‘The Big Dig’ appeal, to provide clean water to 134,000 people in Malawi. We were asked to secure the support of five relevant celebrity faces, to donate their vocal talents for a radio campaign that would run across a range of commercial networks, that would be a high profile fundraising driver.

Execution

We accessed our vast celebrity talent network, and engaged a shortlist of some of the UK’s most instantly vocally recognisable celebrities.

In one week, we had secured not five but six high profile names from the list for the campaign, and managed the logistics of both editing their individual scripts, and transporting them to a local radio studio to perform their voice-over.

Participating Celebrity Talent

Results

Thanks in part to the celebrity radio campaign, the charity reached its appeal target in just five weeks, finishing the appeal with £2.25 million – nearly doubling the target – meaning thousands more communities than expected have been able to look forward to life-changing clean water.

Meanwhile, our over-delivery of targeted celebrity talent was opportune, as Rachel Stevens was so taken with the charity she became an Official Ambassador afterwards, generating a great deal of national press, and undertaking official overseas visits on behalf of the charity.

Client Feedback

“We have worked with Polygon PR on multiple celebrity talent engagement activities over the years. They are leaders in their field, and have over-delivered every time – they are our go-to agency.”